Advertising Discourse Research Articles

ADVERTISING DISCOURSE: NOTIONS, FEATURES AND FUNCTIONS

ADVERTISING DISCOURSE: NOTIONS, FEATURES AND FUNCTIONS

Специфіка дискурсу медичної реклами

The article is devoted to the peculiarities of medical advertising discourse, particular features of the advertised objects are outlined, functions and reasons of medications advertising discourse are described, and methods of influencing the addressee in this discourse are analyzed. It is stated that in the modern Ukrainian advertising reality a significant place is occupied by medical goods and services advertising. The relevance and importance of an in-depth study of this discourse are substantiated. The purpose of this article is to analyze the features of medical advertising discourse. Descriptive and functional research methods and a dictionary definition analysis method constitute a research methodology. The results of the study allowed concluding that medications advertising discourse has some features due to its subject area – intended for human health. Therefore, medical advertising discourse requires more detailed argumentation, persuasion, and evidentiality. The main functions of medical advertising discourse are distinguished, inter alia informational and pragmatic ones. The intelligence presents the key reasons stimulating the target audience to make a specific purchase: a reason for health, pain relief, desire to improve health, disease prevention, improving appearance, guidelines for the quality of medication, rate of response, and others. The main focus is the analysis of methods of influence on the addressee in the medical advertising discourse. These are methods of comparison, «appeal to figures of authority» method, application of a recommendation system, statistics provision, demonstrating concern for consumer health, creating a positive pragmatic background, unrevealed criticism of other medications, the opposition of «outdated» and «modern» in pharmacology, «scenario: problem-solution» method. The author notes that the peculiarities of medical advertising discourse require copywriters to find new ways to present information about medications. The article emphasizes that a characteristic feature and a mandatory component of medical advertising discourse is to warn of the risks of self-medication, the need for specialized medical consultation, and reading the instructions. The novelty of the scientific intelligence results lays in the study of the medical advertising discourse features, in particular the analysis of methods of linguistic manipulation with the conscious and the subconscious of the recipient in medical advertising texts.

Лексические средства воздействия на адресата в педагогическом рекламном дискурсе (на материале рекламы музыкальных школ и курсов творчества)

Лексические средства воздействия на адресата в педагогическом рекламном дискурсе (на материале рекламы музыкальных школ и курсов творчества)

Метафорические модели, вербализуемые в англоязычном профессиональном рекламном дискурсе: антропоморфная метафорическая модель

Статья посвящена изучению англоязычного профессионального рекламного дискурса с акцентом на употребление в нем антропоморфной метафорической модели Designer Product is Living Being, основанной на ассоциативной связи двух элементов и распадающейся далее на более частные метафорические трансформации. Материалом исследования служат англоязычные рекламные тексты, опубликованные в журнале The Art of Design, тематически относящиеся к области дизайна и архитектуры. По мнению автора, в структуре метафоры наличествуют метафорическое ядро и метафорическая периферия, актуализирующие основную и дополнительную смысловую метафорическую нагрузку соответственно. Опираясь на результаты эмпирического анализа языкового материала, автор выделяет антропоморфную метафорическую модель Designer Product is Living Being, реализующую на семантическом уровне перенос, сводящийся к тому, что тот или иной дизайнерский продукт наделяется характеристиками, качествами, присущими, как правило, человеку. В работе представлены статистические данные, определяющие частотность применения антропоморфной метафоры в пределах анализируемой выборки англоязычных рекламных текстов.

Hybridity in Japanese Advertising Discourse

AbstractThe purpose of this paper is to reveal the impact of cultural exchange on Japanese advertising discourse construction perpetuated through the idea of prestige. This phenomenon can be explained through the concept ofmukokuseki(Jap. 無国籍) ‘lack of nationality’, a term which encompasses the idea of transculturality in Asia. In the context of globalization, erasing the identity or any sort of national mark enhances the absorption and integration of foreign elements and leads to reconsidering aesthetic communication. Japanese advertising discourse is based more on emotional reactions rather than cognitive ones, and this can be noticed through the extensive use ofkawaii‘cute’ symbolism. Considering that the idea encompassed by the concept of “cute” is present in any culture, and its effects are more or less the same, by freeing it from any cultural or societal restraints (mukokuseki), it becomes an intermediary space where traditional, national elements can overlap foreign ones without damaging the essence of the discourse, but on the contrary. Interculturality and inbetweenness manifests not only at the visual level but also at the linguistic level through hybrid language use: the coexistence ofgairaigo(loan words) alongwago(words deriving from Japanese) andkango(words deriving from Chinese). According to several studies,gairaigoandwasei-eigo(Japanglish, English words coined in Japan) create a special effect and often serve as euphemisms. Thus, we have selected three Japanese print adverts (displayed between 2000 and 2012) in order to explain the phenomenon by focusing on their sociolinguistic function and their impact on discourse construction. Advertising discourse has surpassed its primary economic function and has come to be a statement of the global world.

Conceptual metaphor in the public service advertising (PSA) discourse on migration crisis and poverty in Great Britain and Germany

Conceptual metaphor in the public service advertising (PSA) discourse on migration crisis and poverty in Great Britain and Germany

ANALISIS WACANA IKLAN POLITIK PEMILIHAN PRESIDEN DAN WAKIL PRESIDEN INDONESIA 2019

Globalization causes distance in the dimensions of space to be easily trimmed, this causes the dynamics of civilization to be increasingly aggresive in its movements, due to exchange and distribution of information is very easy, this reality also has an impact on the dynamics of politics in Indonesia. This research is a discourse analysis study that uses descriptive qualitative research methods. The object of this research process is discourse of political advertising contained in the 2019 Indonesian president an vice presidential election process. The formulation of the problem carried out in this study is what is contained as a marker of cohesion obtained in the discourse in the form of 2019 Indonesian presidential election political ads. The result of the analysis process show a data in the form Jokowi’s Political advertising discourse Ma’ruf is an anaphora and subtitution, and the result of the cohesion markings obtained on the objects of the political advertising discourse of Prabowo-Sandiaga are repitition and katafora. Furthermore, the marker of coherence obtained from the object of the political advertising discourse from Jokowi-Ma’ruf is the relation between consecutive and explanatory relationships, and the sign of coherence obtained from the object of the political adcertising discourse of Prabowo-Sandiaga is a parallel relationship. From the facts of reality that have been obtained from the research process found above, it can be concluded that the two objects of the discourse of political advertising are objects of good discourse.

Linguistic Strategies for persuasion in the Discourse of Kenyan Commercial Banks Television Advertisements

Linguistic Strategies for persuasion in the Discourse of Kenyan Commercial Banks Television Advertisements

A CRITICAL DISCOURSE ANALYSIS OF CAR ADVERTISEMENTS IN TELEVISION

This research was conducted to find out realities that showed on discourse of car advertisements in television based on the critical discourse analysis theory by Guy Cook and to know the purposes that are showed in car advertisements on television. This research used the Critical Discourse Analysis based on Guy Cook’s theory. It is a descriptive qualitative research in conducting the research. The data of this research are 21 car advertisements that are in four commercial televisions, such as metro TV, Trans 7, MNC TV, and RCTI. The data are taken from spoken text, written text, and also expression of the advertisement models. The researcher also uses respondents to answer the questionnaire. This questionnaire is used to answer second problem statement that is the purposes that are showed in car advertisements in television. Based on the analysis, eight elements of Guy Cook’s theory in Critical Discourse Analysis are substance, music and pictures, paralanguage, situation, co-text, intertext, participant, and function. It can be concluded that 100% of 21 car advertisements contains substance, music and pictures, paralanguage, situation, participant, and function. From 21 car advertisement, there are two car advertisements that contain cotext. So the percentage is 9, 52%. Then, only Daihatsu (Man. City vs Daihatsu Team version) that didn’t contained in intertext. So, the percentage of the car advertisements that contain intertext is 90, 47%. Based on the questionnaires which were distributed to the 15 people in all segments, the purposes of car advertisements are to influence the people to choose the product based on its strengths. Because of advertisement, the power of interest also appears by the costumer to buy this product. Based on the findings, it is suggested that the teacher have to conduct some research about Critical Discourse Analysis in other subjects. For the student, it is expected they can explore Critical Discourse Analysis in other theories, such as theory from Roger Fowler and friends, Theo Van Leeuwenn, Sara Mills, Van Dijk, and Norman Fairclough. For other researchers, it suggested to conduct a research in other subject of advertisement and other theories of Critical Discourse Analysis. Besides, it is also suggested to the other researcher to analyze the data which are taken from the different data sources, such as advertisements and articles in magazines, newspaper, and others.

The Correlation of Evaluative and Emotional Components in the Semantics of "Settlement" Nominations

Our investigation is focused on the correlation of evaluative and emotional components in the semantics of tourism advertising discourse. A complex analysis including definitional, componential, discourse and corpus ones is elaborated to study the semantic structure of the tourism advertising discourse. Scholars of different schools I. Ling (2008), R. W. Hallett (2010), C. Thurlow (2010), A. Jaworski (2010), H. I. Panchenko (2011), L. D. Bozhko (2012), L. Y. Hovorunova (2013), N. V. Filatova (2014), V. V. Mykhailenko (2015) focus on various issues of tourism advertising discourse. TAD is a special type of discourse where verbal and nonverbal means aimed at persuading clients to buy the tourism products and services. The objective of our investigation is to define the role of the evaluation component in the lexical meaning of place names functioning settlement" nominations in the TAD printed matters, for instance, advertisements, brochures, commercials, etc. To attract clients' attention, to convince them to choose the very company the use of and to praise them of their right choice can be achieved by the intensifiers. Intensifiers viewed as semantically insignificant words where emotional meaning dominates over semantic one. Lexical intensifiers are focused on the strengthening of the meaning of the lexeme they combine with in discourse and partly lose own semantic meaning. The discourse register causes a shift of the meaning component in the lexical meaning of "settlement" nominations: original negative → neutral in the geographical discourse → positive in the TAD.

Система риторической аргументации в дискурсе социальной рекламы

Система риторической аргументации в дискурсе социальной рекламы

ANALISIS WACANA KRITIS IKLAN OPERATOR SELULER (Teks dan Konteks Iklan XL dengan Kartu As)

Penelitian ini bertujuan untuk dapat mendeskripsikan bentuk pilihan kata, kohesi dan koherensi serta unsur gramatikal yang muncul dalam wacana iklan operator seluler (Kartu As dengan XL) dan makna kontekstual yang terdapat dalam pilihan kata wacana iklan berbahasa Indonesia dalam iklan operator seluler (Kartu As dengan XL). Berdasarkan analisis yang telah dilakukan bahwa bentuk pilihan kata, kohesi dan koherensi serta unsur gramatikal yang muncul dalam wacana iklan operator seluler (Kartu As dengan XL) adalah termasuk ragam tak baku. Makna kontekstual yang terkandung dalam pilihan kata wacana iklan berbahasa Indonesia dalam iklan operator seluler (Kartu As dengan XL). Bahasa yang disampaikan dalam slogan operator selular atau pilihan kata yang dipakai oleh perusahaan penyedia jasa operator selular memiliki makna yang ingin disampaikan mencerminkan karakter dari setiap perusahaan jasa operator selular.

Природна реклама як новий формат у сучасному віртуальному рекламному дискурсі

Природна реклама як новий формат у сучасному віртуальному рекламному дискурсі

Cultural identity in Turkish advertisements

ABSTRACT Advertising discourses are made of symbols, stereotypes, and myths, that is why analyzing cultural identities in advertisements could provide information on how to see and think of a society. Cultural identity is at first and foremost a “shared individuality” that social actors develop, activate and modify in contexts of social and historical interaction according to specific issues that lead them to act. Advertising appears as a cultural mirror which gives brands symbolic values and a narrative identity. Generally speaking, national identity has always been a sensitive issue for Turkey. The purpose of this paper is to analyze how the advertising discourse constructs the “Turkish being” identity. To that end advertisements offered in the various Turkish media from 1930 until today have been taken into account. Semiotic method has been used. Meaning occurs by progressive enrichment from an elementary core where the constituent values of a society are structured. These values are exploited by narrative structures and later staged through figures which constitute real life.

The Role of Speech Stereotype in the Formation of Speech Behavior: a Case Study of the French Social Advertising

The research features the speech stereotype at the stage of its formation. The author observes the way stereotype of socially approved behavior are formed with the help of speech stereotypes united by the concept of "product waste". An analysis of "gaspillage alimentaire" social advertising revealed some speech stereotypes, stereotyping mechanisms, as well as the way they influence the recipient of the social advertising discourse. The author states the key role of the speech stereotype that address the recipient to the existing models of behavior and in the formation of new models that are in demand in the French society. The results of the research contribute to a better understanding of the speech behavior in different cultures and can be used in the courses of cultural linguistics, French language stylistics, and discourse analysis.

Appraisal Analysis on Thailand Advertisement

Communication occurs when one can express his/her opinion, thought, idea on people, things and situations. Opinion-related meanings in language are regarded as resources of evaluation or appraisal in language. Not necessarily good or bad in a moral sense, attitude accompanies the language utterance every person utters. As one kind of appraisal resources, attitude plays an important role in the expression of interpersonal meanings of language. Attitude refers to a way that you behave towards someone or in a particular situation, especially when this shows how you feel.The aims of this study are to analyze five advertisements in terms of content and to look deeply into the language employed in the discourse of advertisement as well as to find out the Appraisal elements used by Thailand advertisers especially to promote their product and reach the target. In This study, it is found that judgment and affect are appraisal element that most used in Thailand Advertisement because judgment is used to evaluate human behavior towards the product, and affect is used to evaluate the benefit or advantage in the product.

Linguopragmatic features of the German-speaking pharmaceutical advertising discourse

Linguopragmatic features of the German-speaking pharmaceutical advertising discourse

Рекламний дискурс як один із типів інституційного дискурсу

The paper is devoted to the analysis of advertising discourse as one of the institutional types from the linguopragmatics perspective. In this aspect, the main features of advertising discourse are presented, the features of advertising text are characterized, specific features of advertising communication are outlined and strategies for influencing the recipient are systematized in the present article. The aim of this study is the analysis of advertising discourse as one of the institutional types from the linguopragmatics perspective. The research results made it possible to conclude that advertising discourse belongs to the institutional type as a communicative-pragmatic model of speech behaviour of advertising participants, which is realized through advertising texts in a combination of verbal and non-verbal elements. The basic features of advertising discourse as a specific component of the institutional discourse are presented as following: anthropocentricity, pragmatic orientation, cliché, autonomy and comprehensibility to a wide range of recipients, consumer targeting and mass media affiliation. The peculiarities of the advertising text are defined as heterogeneous and creolized, with verbal and pictorial and audio components formation of a visual, structural, semantic and functional unit, providing a complex, communicative and pragmatic influence on the addressee. It is suggested to consider advertising texts as functionally organized extralinguing and lingual signs of a message characterized by the specificity of form, content, communicative function and pragmatic intention. The features of the advertising text are highlighted as minimization or compactness, additionality, signalling, hierarchy, evaluation and instructiveness. The article outlines the specific features of advertising communication as a process of disseminating advertising information to quantitatively large and various audiences that consumes goods and services through the mass media. A feature of advertising communication is its preparedness and unidirectionality with absent or delayed feedback. The author has proved that the specificity of advertising communication is informing the consumer about the products and services and influencing him by various means. The information, argumentation, suggestion and manipulation strategies with which advertising discourse influences the consumer’s consciousness are analyzed in the present article.

A promoção de jovialidade: a construção de um discurso e argumentação persuasivos

Advertising discourse is persuasive by its very nature. Essentially goal-oriented, it is constructed so as to propose a pre-determined view of the world that suits its purposes, by means of a well-defined argumentative pathway that leads up to the proposed most (desired) suitable option. As a discourse that enjoys unparalleled freedom – both in terms of content and form – it has long moved beyond a clear-cut argumentative process based on hard sell versus soft sell, or tickle versus reason approaches (Cook, 2001:15). In their attempts to overcome boredom and scepticism on the part of an ad-literate audience, advertisers resort to different forms of argumentative reasoning: deduction, opposition, analogy or calculation, as proposed by Charaudeau (2008). In addition, as multi-modal texts, they make the most of the different modes available – pictures, text, sound, moving pictures – to build their argument. As claimed by Ripley (2008), an ad is an argument, thus, whichever claims or statements it makes, we are aware of – and suspicious about – its persuasive intent, though we often tend to go along with the worldviews it suggests. In spite of common accusations of stereotyping, segregating, imposing models of beauty, lifestyle among others, overlooking (and blurring) national idiosyncrasies, advertising has somehow managed to build rather convincing arguments that seemingly consider such criticism. In this study, we will look into cosmetics adverts that explicitly and implicitly build their arguments in ways that almost always encourage identical proposals of youthfulness, despite their apparent different claims and argumentative routes and despite their apparent concern for incorporating socially (or politically) correct positions.

Audio intertextuality in modern advertising text

The article is devoted to the study of audio intertextuality in modern advertising discourse. Despite the researchers’ increased interest in the problem of intertextual interaction, the issue of the functioning of the intertextuality mechanism in advertising, including social advertising, is still not fully covered, especially, since the advertising field is dynamic and provides extensive new material for research every day. The author pays special attention to the functional yield of audio intertextuality in advertising. As the basic functions of audio intertextual inclusions in the discourse of commercial and social advertising, the author identifies the attractive and aesthetic functions as the most significant and regularly realized; as secondary – playful and persuasive. Russian and foreign commercials serve as the material for the study. The method of intertextual analysis is used as fundamental. It consists in establishing the relations of derivation between texts and analyzing the formal and semantic transformations of text units and the text as a whole.